Ekachai – Salee Thip : Repackaging Design

Ekachai – Salee Thip : Repackaging Design Challenge : Ekachai, a well-known souvenir brand from Suphanburi, is recognized for its traditional Thai desserts. One of its signature products, Salee Thip, is a coconut soft cake that is baked instead of steamed, making it distinct from the original recipe. The challenge was to communicate this difference clearly, while elevating the image of a local dessert to feel more modern, approachable, and gift-worthy.

Idea : The concept tells the story of warmth and aroma from the oven, with scents of coconut and natural ingredients. These sensations are expressed through soft illustrations, flowing lines, and warm, light tones that feel friendly and accessible. A transparent window reveals the real product inside, enhancing trust and appetite appeal, while a signature shell icon represents legendary quality. The design embraces simplicity, intentionally different from previous packaging.

“A local dessert, retold for the present.”